Food Sampling: Experiential Marketing Benchmarks

The data in this report are derived from 36,186 consumer exit interviews conducted at 6,050 events (84% Wet Sampling) where a CPG Food brand was sampled. The data from these onsite consumer interviews were combined with field staff recap data to form the basis for the data used in this report.

Food Sampling: Experiential Marketing Benchmarks Report

1st Edition | Region: United States
6,050 Event Days | 36,186 Consumer Interviews
Executive Summary (1 Page), Full Report (79 Pages), PowerPoint (81 Slides)

$2,995 – Single User License (PDFs, PowerPoint, & Analyst Support)

Report Use Case Scenarios Report Package Details Report Contents

PortMA’s CPG Food category includes Bread & Bakery; Canned Goods & Soups; Condiments, Spices & Baking; Dairy, Eggs & Cheese; Frozen Foods; Grains, Pasta & Sides; Meat & Seafood; Cookies, Snacks & Candy (i.e., Candy, Cookies, Edible Cookie Dough, Ice Cream, and Snacks)

Event Days: 6,050 Food Sampling Event Days
Consumer Interviews: A Total of 36,186 Food Sampling Consumer Exit Interviews
Interactions: 3,674,516 Food Sampling Consumer Interactions
Samples: 3,442,531 Food Samples Distributed
Campaign Budgets: Over $15,956,148 in Food Sampling Marketing Spend
Attendance: Estimated 22,106,909 Food Sampling Event Venue Attendance

At the time of this publication, PortMA’s Experiential Benchmarking database (across all industry segments) contains over $87.4 million (USD) spent on experiential brand marketing across 74,990 event days and 17,706,070 consumer interactions.

Applying This Report to Your Business

See how great Experiential Marketers measure the ROI of their events with these use case videos. Gain access to the suite of brief videos below by submitting your email address.

In these videos, we use actual data from experiential campaigns to describe the status update and recapping techniques used by leading agencies and brands.

Use Case Videos

Business Use Case Scenarios

Applying this Report to your Business

Use case scenarios (and how to apply them to your business) are detailed in each report. Below are some of the common applications of experiential ROI benchmarks:

- Designing a Winning Marketing Campaign
- Selling Your Experiential Campaign to Stakeholders
- Negotiate Better Venue and Sponsorship Agreements
- Validating a Proposal’s Performance Promise and Budget
- Managing Campaign Performance

Use Case Details

Designing a Winning Marketing Campaign
The best predictor of the future is the past. And when you can plan based on a well-organized set of data that benchmarks this history, you can create a campaign that will get it right more often from the start. You’re moving your marketing downriver faster because you can use benchmarks to identify the venues that have your consumer target and strike a stronger balance between “event size” and “event frequency”.
Selling Your Experiential Campaign to Stakeholders
We’re all always selling. It doesn’t matter if you’re a Brand Manager talking to your VP or if you’re an Agency Director talking to your Brand Client. You need to demonstrate that your reasoning is sound, and your plan is positioned to be a success. Experiential marketing benchmarks allow you to differentiate yourself from the external and internal competition and demonstrate the value before the money is spent.
Negotiate Better Venue and Sponsorship Agreements
The right benchmarks will give you a point of reference when speaking with venue managers or when developing sponsorship agreements. You’ll be in a stronger negotiating position with data on your side because you can validate venue manager and producer performance commitments and choose the best sponsorship package.
Validating a Proposal’s Performance Promise and Budget
A solid benchmarking resource will allow you to validate an outside agency or vendor’s plan. We recommend that you consult the right benchmarking tables in your report anytime you’re evaluating an experiential activation strategy; validate agency performance commitments and evaluate a campaign’s budget before committing.
Managing Campaign Performance
When you have performance benchmarks from dozens of experiential programs you know what to expect. The proper use and application of experiential benchmarks will allow you to establish the right Key Performance Indicators (KPIs) to evaluate campaign performance during execution and recap your program when it is complete.

Report Package Details

What do I receive when I purchase a report?

Each report purchase includes three documents and support from our research team to ensure you get the solution you need.

Experiential Marketing Benchmarks Report (Fully Indexed PDF)
First, you’ll receive a comprehensive PDF that provides a full background on the data collection methodology and the related experiential marketing strategy. This includes the data points collected, how, and why. This background provides a full outline of PortMA’s proprietary return-on-investment model. The report benchmarks define the reach, impact, and ROI trends across the industry and multiple venue types. These metrics are detailed in tables within this broader context of theory and application.
Data Tables Deck (PowerPoint Document)
Second, we summarize the experiential marketing strategy and related data with the data tables on individual slides in a PowerPoint document. This document is provided to easily pick and choose the slides that are most relevant to individual efforts. These slides can be repurposed in your own Client recap reports, RFP responses, and individual presentations.
A 1-Page Executive Summary (PDF)
Third, a top-line summary of the experiential marketing report is presented in a one-page executive summary using PortMA’s proprietary “Scorecard Reporting” methodology. This document serves as a quick reference on the key data points and industry ROI segments. The report is designed for easy reading and distribution to internal management. It also serves as a quick reference guide.

A seasoned Experiential Marketing Analyst will be assigned to your account for on-call support by email or phone.

You are encouraged to call on your Account Manager for any of the following. You are provided with one hour of on-call support for the 12 months following your purchase. Additional time can be purchased if/ as needed.

One-on-One or Team Training
Sales Support/ RFP Response Assistance
Survey/ Data Collection Architecture Design
Data Dashboard Consulting/ Wire Frame Development

Data Analysis Assistance or Completion
Report Development Assistance or Completion
Client Briefing Preparation, Attendance, or Meeting Leadership

Your account manager would be happy to provide you with any ad-hoc analyses you might need based on the raw data behind the report you purchased.

REACH

Table of Contents

Index of Tables

Table 1 – Interactions per Activation Hour
Table 2 – Interactions per Event Day
Table 3 – Cost per Interaction
Table 4 – Sampling/ Interaction Type
Table 5 – Interaction Benchmarks by Venue Type/ Industry Category
Table 6 – Cost per Event Day
Table 7 – Cost per Event Day Benchmarks by Venue Type/ Industry Category (where available)
Table 8 – Gender Prevalence Overall
Table 9 – Gender Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 10 – Gender Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 11 – Age/ Generation Prevalence Overall
Table 12 – Age/ Generation Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 13 – Age/ Generation Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 14 – Parental Status Prevalence Overall
Table 15 – Parental Status Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 16 – Parental Status Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 17 – Consumer Brand Awareness Overall
Table 18 – Consumer Brand Awareness Benchmarks by Gender
Table 19 – Consumer Brand Awareness Benchmarks by Generation
Table 20 – Consumer Brand Awareness Benchmarks by Parental Status
Table 21 – Consumer Brand Awareness Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 22 – Consumer Brand Awareness Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 23 – Consumer Recommend Intent/ Advocacy Overall
Table 24 – Consumer Recommend Intent/ Advocacy Benchmarks by Gender
Table 25 – Consumer Recommend Intent/ Advocacy Benchmarks by Generation
Table 26 – Consumer Recommend Intent/ Advocacy Benchmarks by Parental Status
Table 27 – Consumer Recommend Intent/ Advocacy Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 28 – Consumer Recommend Intent/ Advocacy Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 29 – Consumer Purchase Intent Overall
Table 30 – Consumer Loyalty Benchmarks by Gender
Table 31 – Consumer Purchase Intent Benchmarks by Generation
Table 32 – Consumer Purchase Intent Benchmarks by Parental Status
Table 33 – Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 34 – Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 35 – Current Customers/ Buyers Purchase Intent Benchmarks by Gender
Table 36 – Current Customers/ Buyers Purchase Intent Benchmarks by Generation
Table 37 – Current Customers/ Buyers Purchase Intent Benchmarks by Parental Status
Table 38 – Current Customers/ Buyers Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 39 – Current Customers/ Buyers Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 40 – Win-Back Consumers Purchase Intent Benchmarks by Gender
Table 41 – Win-Back Consumers Purchase Intent Benchmarks by Generation
Table 42 – Win-Back Consumers Purchase Intent Benchmarks by Parental Status
Table 43 – Win-Back Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 44 – Win-Back Consumers Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 45 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Gender
Table 46 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Generation
Table 47 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Parental Status
Table 48 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 49 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 50 – Sample Impression Benchmark Values by Media Channel
Table 51 – Word-of-Mouth Averages: People Told
Table 52 – Sample Experiential Revenue Model
Table 53 – Metrics Required for Experiential ROI Modeling
Table 54 – Derived Return-on-Investment (ROI) Benchmarks
Table 55 – Derived ROI Variation by Product Price and Event Budget
Table 56 – Derived ROI Benchmarks by Venue Type/ Industry Category (1 of 2; where available)
Table 57 – Derived ROI Benchmarks by Venue Type/ Industry Category (2 of 2; where available)
Table 58 – Direct ROI Benchmarks Overall
Table 59 – Direct ROI Benchmarks by Venue Type/ Industry Category (where available)
Table 60 – Full Database Overview: Generation Exit Interview Counts by Gender
Table 61 – Full Database Overview: Parental Status Exit Interview Counts by Gender
Table 62 – Full Database Overview: Industry and Venue Classification Counts
Table 63 – Full Database Overview: Consumer Interview Counts by Geographic Region and State

Introduction to This Report

Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns

Experiential Measurement Best Practices – The Theory

Metrics And Definitions For This Report

Event Marketing Reach

Event Marketing Impact

Event Marketing Return-on-Investment

Appendix

Sample Screen Shots (Click to Expand)

Food Sampling: Experiential Marketing Benchmarks

Applying This Report to Your Business

Business Use Case Scenarios

Report Package Details

REACH

Table of Contents

INSIGHT

What You'll Receive

Contents of Report

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